La Bouche Rouge Lipstick says goodbye

Three friends, six brands and thirty-two insightful posts later, La Bouche Rouge Lipstick regrets to inform you the posts will be coming to an end. Through our analyzation of web presence from brands like Chanel, Dior, YSL, MAC, Estee Lauder, and Sephora, we have come to many different conclusions.

We first introduced the minds behind the blog. A short bio of our names and links to social media were provided for a feel of who is writing what. We then gave a search engine optimization analysis of all 6 brands concluding which brand was most effective with their SEO. The next twelve posts were comparing each company on their social media platform to analyze who had the most effective social media pages. Last but not least we created a new marketing campaign for three of the brands in which would benefit the company and how.

The campaign allowed readers to view the brands from the perspective of a social media study. It shows readers how to effectively post simultaneously between platforms for maximum results. The social media study campaign also gives consumers an insight on which of their favourite brands hold the strongest web presence and which are most popular. 

The analysis of various cosmetic brands provided us with the opportunity to learn about essential marketing tools such as Google Analytics and Hoot-suite, as well as build a brand and watch it grow.

Click the link to watch our video

4 La Bouche Rouge Lipstick video on YouTube

And remember to let your lips speak for themselves.

Connect with the writers:

Connect with Shannel on her LinkedIn.

Connect with Kim on her LinkedIn.

Connect with Alexandra on her LinkedIn. 

MAC vs. Estée Lauder on Twitter

MAC's twitter page with 1.13M followers

MAC's twitter page is all of what you would expect with a cosmetic company's social media page. Full of product advertisements, celebrity endorsements and vague pictures to generate brand awareness to consumers. Overall, from an observation standpoint, MAC posts and retweets roughly every day. They do not maintain a consistent 50/50 rule with all of their posts on their other social media pages and it tends to feel like you are reading someone else's page but all in all, their posts are very successful. One in particular is the celebrity endorsement from Caitlin Jenner. The reason for their success with the post is promoting what they stand for; which is beauty and diversity in all shapes, colours, and ages; "All Ages. All Races. All Sexes." This tweet has 16,000 likes and 7.2 thousand retweets.     

Successful tweet of Caitlin Jenner on Feb. 26th

Estée Lauder's Twitter page with 277,000 followers

From an observant eye, Estée Lauder has a different posting method. They post every couple of days but multiple times in that day with tweets of their own and retweets from other people. Estée Lauder has a tendency to only post based on their products and post with the purpose of selling, however one of their tweets I discovered most interesting was not relevant to their products at all. On February 4th, Estée Lauder tweeted a video for World Cancer Day. The video generated likes and retweets but was overall most successful for posting something the company cares about and wants customers to know. It was nice to come across something other than a picture of a product. The purpose was to generate Breast Cancer Awareness and show how Estée Lauder supports it; a very successful tweet from a customer's point of view. 

Successful tweet from Estée Lauder

Written By: Alexandra Torres

MAC vs Estée Lauder on Facebook

MAC's Facebook page is very colourful, literally and metaphorically while looking funner and free willed where as Estée Lauder's page manages a high level of class and sophistication. 

MAC's Facebook page

From an observant standpoint, you can see what MAC stands for through their banner photo. The mixed up eye brows matched with different eyes and promoting all of the brows are beautiful shows MAC stands for diversity and equality combined with universal beauty. Interestingly enough, on average through observation, MAC posts every 5 days or so and most of their posts are not directly promoting their products. MAC posts to get conversations started about them and increase brand awareness instead of posting an exact product and trying to sell it and post tutorial videos which are useful for makeup fans. Looking through all of MAC's other social media pages, MAC failed to use the 50/50 social media posting rule. Some things were similar but there was no second post identical to one on Facebook. This made it feel inconsistent between different social media pages. 

One very successful recent post from MAC was a tutorial video of how to apply lipstick and create a "full and flawless lip." This is useful to them and consumers because it advertises their products and shows customers how they can apply the lipstick if they buy it therefore, very successful. As proof of this, a customer commented on the video and MAC replied. It's a WIN WIN!

MAC recent tutorial post with 116,000 views

Estée Lauder's Facebook page

Estée Lauder on the other hand, tends to post every 3-4 days. Estée Lauder makes a point of posting product specific. Every post of theirs is a selling promotion. Between all of Estée Lauder's social media pages, the 50/50 rule is very prominent. Every post on Facebook is reflected on their twitter page and every video is on Estée Lauder's YouTube channel. 

Estée Lauder's most successful post was on February 12th when they posted a new commercial starring Kendall Jenner. The post received 250,000 views and a ton of likes and reposts. The reason behind their success is by using a youthful icon like Kendall Jenner. When her fans see she is using products, her fans want to be like her and use the same things. The celebrity endorsement has changed Estée Lauder's target audience completely positive. 

Successful post from Estée Lauder

   Written By: Alexandra Torres

Social Media Study | Estée Lauder

(Vector, 2016)

Estée Lauder was created in Queens, New York in 1946 by Josephine Esther Mentzer who over time changed her name to Estée and married into the last name, Lauder (Biography.com Editors, 2016). Esther took up this interest learning how to make face creams and soaps by her chemist uncle, which is where she developed her passion for cosmetics (Estee Lauder, 2016). With the latest celebrity endorsement by Kendall Jenner, Estée Lauder has been more popular than ever. They completely re positioned their segmentation showing consumers that Estée Lauder is also a youthful brand. In terms of social media, Estée Lauder is on LinkedIn, Facebook, YouTube, Twitter, Instagram, and Pinterest. The overall objective is to dictate how well Estée Lauder does on social media.

24,517 subscribers & 10,592,580 views on YouTube

984 thousand Instagram followers

32.7 thousand followers on Pinterest

277 thousand twitter followers

3,865 likes on Facebook

As you can see here, Estée Lauder's most effective social media sites are Instagram with the most consumer followings and Twitter with the second most followers. Youtube also ranks high with their amount of views. The new commercials with Kendall Jenner quadruple the views on Youtube and the amounts of likes and favourites the same post got on their other sites which shows that the celebrity endorsement change has created a new look by consumers and Estée Lauder is increasing its own brand awareness.   

On each of their sites, Estée Lauder posts very regularly throughout the day. However, very differently from other cosmetic brands, they focus on advertising their products instead of posting things about the company. In this, on every site, there is no evident communication from business to consumer which is interesting. 

 These 6 photos were all Instagram posts by Estée Lauder. This shows how all of their posts revolve more about their products rather than increasing brand awareness posting about their values and beliefs. Not that there is anything wrong with their methods of posting but they focus most on product advertisement.

This is another example of how Estée Lauder bases their posts on the products versus talking about the company and what they want to tell their consumers. On twitter they posted this picture of an eye shadow palette and captioned it Pick a palette, any palette. The only thing this tweet says about the company itself is that it offers a wide range of palettes telling customers they offer a large product depth. 

Overall, from the analysis of social media and Estée Lauder, it is clear Estée Lauder only uses social media to generate consumer awareness on their product. Their constant posts on all of their pages are used to sell and get people seeing how their products can create an artesian vision on one's face. 

References:

Biography.com Editors. (2016). Estée Lauder Biography. Retrieved from Bio.: http://www.biography.com/people/estée-lauder-9374625

Estee Lauder. (2016). Mixologist. Retrieved from Estee Lauder: 

http://www.esteelauder.ca/estee-stories-brand-story-chapter-1-born-beauty

Vector. (2016). Estee Lauder. Retrieved from Vector.com: http://vector.me/browse/29165/estee_lauder

Company Social Media Sites:

https://www.youtube.com/user/EsteeLauder/featured

https://www.instagram.com/esteelauder/

https://www.pinterest.com/esteelauder/

https://twitter.com/EsteeLauder

https://www.facebook.com/EsteeLauderCanada

Written By: Alexandra Torres

  

SEO Analysis of the Lipstick Brands: MAC & Estee Lauder

Estee Lauder vs

Estee Lauder's lipstick webpage

  MAC

MAC's lipstick webpage

Introduction:

SEO is an important consideration for marketers because it helps companies and consumers find brands. When a customer searches ‘long lasting lipstick,’ the SEO helps the company by reeling in prospects and helps the prospects find great companies to look into.

In the cosmetics industry, MAC and Estee Lauder are leading competitors with high popularity, and great marketing and a loyal customer base.  They both constantly use keyword catch phrases throughout their sites such as ‘Long lasting, Ionic, Bright, Pure color’ and more. The objective of this comparison analysis is to determine which of the two sites when compared has a stronger SEO.

Estee Lauder’s strengths are its use of color and simplicity. I love their website in a sense that it isn’t an intimidating color scheme at all, although in one aspect it does look a bit too mature. Looking past targeting an older clientele, I think they did a fabulous job on marketing their products on their site and nailed the simplicity is key aspect. It makes consumers pay more attention to what they really have to offer- products. 

Summary:

MAC strengths are too much to fit in one page. Their color combination use makes for a very sexy and youthful looking site. In the contrary to Estee Lauder, MAC is clearly targeting a much younger audience and also allows their products to pop more through their use of the red and black background with a white center causing all attention on the products.   

The keywords are found on all of the lipstick short descriptions and elaborated more when you click on a certain product on both sites.

Other observations I noticed when researching is that the products are all positioned in each picture in such a way that it looks like you are getting a state of the art piece. A feeling I observed on either site is a deep and cool feeling with Estee lauder. It is more relaxed even though the products are packaged with a much classier look. Where as with MAC, you feel heat on the site, a tad bit intimidated and the packaging of products are a lot more modern and simple. When searching for content using the Estee Lauder keywords: Ionic, long lasting, pure colour envy, Estee Lauder ranked first. When searching for content using the keywords :Ionic, long lasting, pro longwear, luminizing, smudge-proof, and full coverage, MAC ranked first. 

The two sites are similar with their standing out of products using base background colors but are extremely different with the vibes each of them give off. One very common negative of both brands is their lack of coding structure. For example MAC had no keywords, they both had no information about Alt text, captions, call to anchor. I had such a hard time looking at the coding for the two sites and did not find most of the important information.

Conclusion:

In the cosmetics industry, MAC and Estee Lauder really nailed digital marketing and everything search engine optimizing. When you search one of their key words, the site comes up right away to a page it thinks you are interested in. In my opinion the overall winner of this SEO Search analysis is Estee Lauder. Even though it lacked important keywords and SEO methods, it out shined MAC.

APA Citations:Estee Lauder. (2016). Whats new. From Estee Lauder: http://www.esteelauder.caMAC Cosmetics Canada. (2016). Home page. From Lipstick: http://www.maccosmetics.ca

Written by: Alexandra Torres